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InSITE: Listing

Volume: 9 Number: 4

Title: CARU: Children's Advertising Review Unit

Source/Sponsoring Agency: Council of Better Business Bureaus. Children's Advertising Review Unit


Date Checked: 9/26/2003      Status: Active

Date Annotated: 9/26/2003

Topics: Commercial Law; Communications Law; Consumer Protection Law;

Other keywords: Telecommunications Law; Advertising

Contents: The Children’s Advertising Review Unit (CARU), part of the Council of Better Business Bureaus, was founded in 1974 and works with advertising trade associations to encourage responsible children’s advertising. CARU “evaluates child-directed advertising and promotional material in all media to advance truthfulness, accuracy and consistency” with CARU guidelines and the law. CARU reviews advertising and online privacy practices and responds to objectionable ads and practices by encouraging voluntary cooperation from advertisers. CARU publishes at the site its Self-Regulatory Guidelines for Children’s Advertising and the latest revisions to the guidelines are linked separately. A copy of CARU procedures is available in PDF. CARU’s Safe Harbor program is detailed on the site; it is designed to help participants comply with the Children’s Online Privacy Protection Act and to insulate them from Federal Trade Commission enforcement action. A compliance checklist and a self-assessment form are included. Current news items related to children’s advertising and online privacy are highlighted, while older news is archived by year.

Author of Annotation: M. Morrison

Last Modified: 6/20/2012